Maybe you’ve been noticing them on your breakfast cereal, or in your big box retailer, on an associate’s business card, or even in the dry cleaner’s store window. They’re QR codes and originally created by a Japanese company to assist with inventory control. These funny looking square dot matrixes are starting to take hold here in the U.S. QR stands for quick response and unlike the standard 10-digit barcodes, QR Codes can hold much more data, making for unlimited possibilities.

So, what’s the QR deal? These codes are quickly and easily scanned by smart phones, which are penetrating the market. Sixty-million Americans own a smart phone, and by the end of 2011 predictions are that over half of all Americans will own one. Add to that the 12 million iPads sold in 2010 and another 25 million tablets that will sell in 2011, and the result is a powerful and mobile base.

Each uniquely-created QR Code can store and digitally present a url, text, geo coordinates, videos, etc. Thinking about the applications of QR Codes could make you dizzy. There are endless relevant and powerful applications throughout so many businesses and industries – manufacturers, retailers, service companies, colleges and universities, non-profits, industry associations, and more. Regardless of the industry or your particular business, mobile marketing is going to grow and, by all indications, will play an important role in communicating with your target audience.

Best Buy recently implemented QR Codes in their brick-and-mortar stores in an effort to enhance their customers’ shopping experience. They’re the first national retailer to utilize QR Codes, allowing customers to get detailed information about products they’re considering, read reviews, compare features with similar products, and e-mail details to a friend. Admittedly, only a small number of U.S. shoppers are recognizing QR Codes and have the knowledge on how to use them. What you should weigh when deciding when and how far to take the QR Code initiatives is the level of technological sophistication of your target audience.

The bottom line is that technology is ever-evolving and impacting how we’re able to conduct and market our business. It’s smart to keep your eye on the ball. Assess what level of this technology makes sense for your business by carefully testing, re-testing and then developing an intelligent game plan. This way you stay in the game and maybe, you even score. Like the great Wayne Gretzky once said, “A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.”